Smirnoff Partners With Fever-Tree in Support of “Spritz Up” Campaign This Summer
The world’s No.1 vodka Smirnoff No.21 is collaborating with leading mixer brand, Fever-Tree, to champion Spritz serves this summer. The two-million-pound integrated “Spritz Up” campaign is live now until August and will hero the vodka Spritz serve across On and Off Trade. The activity will see OOH, digital, social, sampling as well as in-venue/store activations across the UK.
The “Spritz Up” partnership champions the simplicity of creating a quality serve in just three easy steps. The campaign showcases Fever-Tree’s new premium soda range, including its Italian Blood Orange Soda, and Mexican Lime Soda – both of which pair perfectly with triple distilled Smirnoff No.21, helping inspire consumers to switch up their serve of choice this summer.
With cocktails being one of the fastest growing categories across total alcohol, the Spritz serve is the fastest growing within cocktails, the simple yet popular long drink for warmer months is perfectly placed to help licensees make the most of the opportunity.
Activity within the Off Trade will encourage increased basket spend by targeting at home occasions, and tapping into the premiumisation trend. It is currently available in major multiples including Asda and Tesco, with planned activations across Sainsbury’s, Co-op, Waitrose, Ocado & Morrisons.
On Trade activations include Smirnoff and Fever-Tree drinks menus, features confirmed in Greene King and Bistrot Pierre.
Nick Payman, Head of Smirnoff GB, Diageo said: “We understand the importance of pairing quality spirits and mixers to elevate serves and experiences. Vodka’s versatility also means it can work well with a diverse range of flavours and cater to a variety of occasions and moments. There’s an increased demand for simple, yet delicious serves that people can easily enjoy without having to compromise on quality – and Fever-Tree mixers provide a choice of premium sodas to encourage people to explore new serve styles and flavour combinations.”
Andrew Ronald, UK General Manager, Fever-Tree said: “The past 12 months have shown the growing interest and excitement amongst consumers for great tasting long mixed drinks. Our soda range has proved incredibly popular since its launch and we’re very excited to be partnering with Smirnoff to highlight the simplicity of the vodka Spritz, introduce vodka fans to our Italian Blood Orange and our Mexican Lime sodas and create two delicious serves they can enjoy all summer long.”
How to Spritz Up – it’s simple as 1, 2, 3:
1) Fill a long glass with ice
2) Pour in 50ml Smirnoff Premium Vodka and 200ml Fever-Tree Italian Blood Orange Soda
3) Gently stir and garnish with an orange wedge
Or, why not Spritz up a classic with the new Vodka Lime Spritz? Simply mix Smirnoff and Fever-Tree Mexican Lime Soda
Fever-Tree’s new premium soda range:
Italian Blood Orange Soda, made from oranges picked from the south of Mount Etna
Mexican Lime Soda, made using Tahiti limes from Mexico’s fertile groves and floral Japanese yuzu
 IWSR 2019 data  CGA OPMS MAT data to 22.02.20  CGA Mixed Drinks Report Q3 2020